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Resources
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R1: Tolon, M., Zengin, A. Y., (2016). Bütünleşik Pazarlama İletişimi Yönetimi, Detay Yayıncılık, Ankara.
R2: Bozkurt, İ., (2007).Bütünleşik Pazarlama İletişimi, Mediacat Yayınları, İstanbul.
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Content
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The concept of integrated marketing communication, its definition and characteristics, the historical development process of integrated marketing communication, the reasons that lead to integrated marketing communication, evaluation of integrated marketing communication models and models, obstacles in integrated marketing communication, integrated marketing communication tools, advertising concept, purpose, types, personal sales and its importance, aims, types and management, definition and importance of sales promotion, sales promotion activities, advantages and disadvantages, concept of public relations, marketing public relations scope, target audience, tools, advantages and limitations, definition and development of direct marketing, direct marketing features, key points in direct marketing, superior and weaknesses, direct marketing process, basic channels for direct marketing
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